Mike Leahy heads up IBIS Media Data and is the creator of Media Manager, the pre-eminent information, evaluation and management tool for PR professionals. Email: mikel@mediamanager.co.za or Tel: (011) 465-3704, website: www.mediamanager.co.za. Mike Leahy freely admits he is not a PR professional. In fact he has never worked in PR. So why did we invite him to write for us? Simply, because he brings a unique experience to the PR industry. Leahy's background is one of media planning in mainstream advertising agencies. He has spent more than 30 years (the precise number he will not say) in media.